It has been known since the first media release of the new Swiss private channel "3+" that the creative company Ruf Lanz had been awarded the contract for business-to-consumer advertising. Following the award of the marketing contract to Cinecom, the latter has now commissioned the imaginative Zurich-based company with advertising in the business-to-business sector. As Markus Ruf told Werbewoche on Thursday evening, the first results will already cause a stir in July.

Column Thanks to clever media staging, football has firmly established itself as a product and far overshadows other sports.
even people like me, for whom it is not the great love of sport.
means. The 90 minutes can drag on indefinitely, the
Scoring chances are not always very exciting, it is usually more exciting to see the
audience to watch. Nevertheless, it is worthwhile for us to watch the World Cup.
follow. Rarely does an event offer such a broad and intensive
Spectrum of stories and feelings. When can men be so
to cry, celebrate and mourn uninhibitedly. The whole mix makes the
The allure of the spectacle, in which athletes, officials, marketers, media
and the audience form the cast of a big reality show.interesting
for the media are not just the few shots on goal. So that
could not fill endless broadcasting hours and newspaper pages.
Fortunately, the actors deliver the wildest stories. In comparison
the plots of the usual soap operas and Big Brother programs.
a bland copy. The lengthy sequences between the goals
are ideally suited for analyses of all kinds: from the pecking order in the
pack to the leadership qualities of the bosses, from the fabulous
the shameful relegations, from the huge profits and the
unscrupulous rip-offs, of the wild passions and the
peaceful families, of dirty tricks and the noble gestures -
Nothing human, nothing all-too-human remains a topic of conversation
omitted.
As with every reality show, the production
and thus fully exploit the value chain. The Panini pictures
are a prime example of this: young and old fans alike can enjoy the
Collecting the player portraits costs a lot. You will learn all
countries and kickers and form a close-knit community that
succumbed to the passion for collecting. Long before that, the
sponsors the best place for the presence of their logos and, if necessary
also secured their products. The organizers made money with the
sale of the media rights, even if their original intentions
had to revise something.

The disputes between newspaper publishers and FIFA over the
The publication of the pictures has shown that even in football
everything can be controlled and commercialized by the marketers
- but almost everything. Entire districts and regions have to fight for it,
not just serve as a stage for the sponsors. Linguistic
Finishing touches complete the perfect marketing packaging. From the
Thanks to resourceful communication acrobats, the soccer game becomes a
Football festival. The official ball is called Team Spirit, even if the spirit
of Mammon is present everywhere.
The world champion of the media
It is therefore already clear that when it comes to ratings, to
Sponsorship budgets to cover marketing measures, special expenses of
print products, merchandising, hardly any other major event can match it.
the same sums of money. Football has established itself as a product
and puts other sports in the shade. The respect for
the performances of the kickers in honor. The reason for the omnipresence of the
football does not - die-hard fans may forgive me - lie in
its outstanding sporting appeal. The football product
was carefully orchestrated as a media event, the dissemination and
marketing is comprehensively controlled. Ultimately, as in
a reality show about the big feelings that determine success or failure.
Failure, love, money and power.
Josefa Haas
is head of the Media Institute.

Media In its new campaign, Schweizer Illustrierte shows how close it brings its readers to celebrities.
Celebrities play an important role in the modern
public play such an important role that the mutual
benefit relationship between the media and celebrities is hardly recognized.
The mutual expressions of appreciation and sympathy have
System and success. Issue after issue, Schweizer Illustrierte proves that
(SI) that their claim "Closer to the stars" is not just an empty promise.
This has enabled the Ringier title to increase its reach year after year.
However, circulation seems to have gained momentum in recent years.
(2003: 256,000, 2005, with the new regulations,
around 240,000). Time to draw attention to People magazine again
make. In order to create a surprise effect, the
Agency Publicis from the previous testimonial question concept with headlines
(WW 13/2004) and switched to the tried and tested photographic
implementation of the claim. With one funny difference: the
Zooming in on the prominent Swiss from sport and show business,
Politics and business are not done from the perspective of SI reporters and
-photographers, but from the perspective of the readership. Finally
she gets up close and personal with the stars thanks to Schweizer Illustrierte,
in other words: within reach.
Cost-effective in productionThe
The perspective of the subjects is always the same: "You see two hands,
who basically keep the Swiss magazine open. But
just in principle. After all, the creative idea is that we can use the
Swiss magazine simply omits the information so that the reader can
celebrities themselves," explains CD Markus Gut. So
a physical contact arises that dramatizes the closeness. And
the "celebrities in readers' hands" constellation creates terrain forever
new amusing realizations.
And that closes the circle:
The consent of the protagonists to be used for advertising purposes
makes it clear that Schweizer Illustrierte has a strong position in the
celebrities enjoy a high level of acceptance. In fact, all the photos come from
from the archive of Schweizer Illustrierte - more precisely from the internal
Competition for the best SI pictures of the year. The rest is art of the kind
direction and image processing, says Gut. In this case: Florian
Beck, respectively Rob Mc Guire. The new campaign concept also has a
financial advantage: production is relatively inexpensive. And
because all the pictures have already been taken, it is no problem to
to be up to date.   
Luca Aloisi

Betty TV, the participatory television launched by Swisscom Fixnet, has agreed a multi-year collaboration with Swiss television. In addition to the existing channels and SF zwei, anyone with an interactive remote control can now also take part in guessing, playing and voting on SF 1. Both Swiss television channels will feature Betty events from 6 p.m. to 11 p.m., Swisscom announced on Wednesday. Larger TV broadcasts will also be added outside this period.
To ensure that Betty TV retains its customers in the long term after the successful completion of the test phase, active Betty TV users receive so-called sofa miles. These miles can be used to purchase more than 100 products. As Sepp Huber, spokesman for Swisscom, told Werbewoche, usage is already very satisfactory. However, no precise data was available.

Online The Wemf statistics Net-Audit can be
now measure radio and TV usage from the Internet. And between
The functionality of Net-Audit, the access control system for the
The basic module of the new Internet research Net-Metrix, is simple: Whoever uses the
wants to collect access to its website, obtains the so-called
called SZM tag, a kind of electronic stamp with which he can
site and subsite to be measured individually. As soon as a
marked site is called up from a PC, the set
day sends a signal to the Wemf server, which it interprets as a page impression.
(page view) counts.

So far, however, Net-Audit has had one disadvantage: the study always shows
only the total of all accesses, without distinguishing whether the
PCs from which access is made, in Switzerland or abroad
stand. For the future online reach survey as part of
Net-Metrix, however, such differentiation is essential. It was
has also already been requested by various Net Audit customers.

Wemf is now meeting these expectations: the
Net-Audit system now uses the IP address that each PC leaves behind as a trace,
with a central IP address register and thus synchronize the locations
of the providers used by country. The assignment to
country level is thus possible with an accuracy of around 97 percent,
says Mirco Marrone, responsible for Net-Audit at Wemf.

Wemf will introduce the country code from mid-July, initially in the
internal evaluation tool HeatMap, Marrone continues. In the third
In the third quarter, domestic and international access would then also be included in the monthly
Net Audit publications. Marrone is also announcing a second new feature: Net-Audit can now also
streaming, i.e. watching television and listening to the radio via the Internet,
measure - regardless of whether it is simultaneous (livestreaming) or time-delayed
by means of a download.

To do this, the corresponding link or download button on the site must be marked with
a script, an electronic short screenplay.
If a download takes place, Net-Audit registers the time of the download, the
However, separate playback cannot be measured. With the
Online streaming usage, on the other hand, stream duration, repetitions
or an interruption.

A third change is also coming to Net-Audit: from 2007, the
Wemf no longer uses the Unique Client value because it is no longer used in the industry.
was mistakenly treated as a personal reach. The value
Unique Client indicates from how many PCs a website can be accessed.
is accessed, but it says nothing about how many people
use the website. Within the framework of Net-Audit, the value is
continues to be collected, but is only used in the internal evaluation tool.
so that each site operator can use the unique clients only for
can evaluate its own website. Furthermore about all sites
However, the values page impressions are reported and published.
and visits.   

Markus Knöpfli

There are 400 different energy drinks with a fairly interchangeable look on the European market. In order not to get lost in the sea of stimulant drinks, the Altenrhein agency at the airport created an unusual appearance for the launch of the new energy drink David - from the clerically inspired can design to the guerrilla measures. The brand promise sounds just as pretentious - true to the motto: when others give you wings, David consistently calls on you to "come up with them".

Mark Stahel has made a name for himself with his
partner of many years, Alfred Burkard, founded his own agency and
With Stahelpartner, we offer full service and personnel from the very beginning.
Continuity.
What he likes about advertising is that a
task is never finished. "There is always a still
better idea." One of those "even better ideas," which Mark Stahel
recently communicated was the establishment of its own agency.
"I'm 44 now, and to be an entrepreneur and have my own agency
has always been my dream. "What has hindered him up to now is a
Safety thinking. However, after his wife "not nervous at all".
had become when he shared his idea, but even encouraged him,
Stahel made her a partner right away and "as a thank you for the
Trust" gave a nice portion of the shares.
"Who
always thinks only about safety, runs the risk of standing still," is
the "young entrepreneur" is convinced. Stahel, who has 26 years of professional experience
can bring to his agency, smiles at this expression, because
his second partner is 67 years "young". AD Alfred Burkard has besides
FCB in Stockholm or DDB in New York with Stahel already 13 years with
GGK Basel and Zurich, and Lowe collaborated. From Burkard
world-famous, at least in Switzerland, is also "Alfi's Cookbook," a
Collection with recipes of great creators, how the their ideas
simmer. Like Stahel, Burkard is a lecturer at the ADC/BSW creative school.
as well as nationally and internationally awarded several times.
As a
Peter Walter Bächtiger was able to win over another top-class partner.
who, with his expertise as Chief Financial Officer, will ensure that this is the case,
that in the first phase of Stahelpartner only the creativity
overboard. There is close cooperation in the area of PR
with L&W MarCom, managed by Evelyn von Wieser. Here acts new
also Peter Hasler, until recently acting director of the
Swiss Employers' Association, as delegate of the
Board of Directors with.
"The time is very good, and we feel
this upwind. We can already look forward to two invitations for big
pitches, and about direct orders that go beyond the copywriting of a
Go Beyond Summerfest Invitation Card." As a goal for the
agency, Stahel sees a size of 15 people in the medium term.
"Personal attention is in greater demand the longer. The clients
want to talk directly to those who are doing it." Already intensive
is working on the budget to launch the comeback of "Sixdays
over the Christmas holidays in Zurich's Hallenstadion.
The new
agency Stahel has set up at his home in Kilchberg. A
second office has been rented by Stahelpartner at Euro RSCG in Zurich, where one
has access to a wide range of services.
Speaks one
the new agency head to a particular style of his advertising, wants to
Stahel sees in himself "a healthy desire to write. He loves to write a
Headline for hours to text exactly to the letter - "in
hundred variations, just like others solve Sudokus". Besides the
outstanding work that Burkard and Stahel did for many years for VW and
AMAG, he also counts the campaign for the
Introduction of Rivella green with the slogan "What color is your
Thirsty?" among his references.
Even as a child, Mark has been
Environment entertained with homemade radio spots on the tape.
Later, at the commercial school, he was allowed to present his essays regularly to
read aloud to the whole class. His talent for formulating and the fun
language finally led to the career aspiration: "I want to work in the
Advertising."
After two years at boarding school, which "shaped him
but not bad," he was allowed to work as a junior copywriter for Lesch in 1980.
+ Get in free. An ideal "apprenticeship", because the agency has like
the very early GGK relied heavily on the creative possibilities of the word
familiar: "Aldo Frei and Peter Lesch left their mark on me."
It
further years of apprenticeship followed at Cash RSCG. Because there Urs Eberhard and
Ernst Meier constantly raved about the advertising at Globus, lured
Stahel a front change into the retail trade. For almost two years he worked
in the advertising department of the
department store. An exciting challenge: "You write a
Headline. The next day, this hangs in the store and must sell."
Creative
similarly fast in the fast lane is then at Aebi + Partner
continued. Here, the young lyricist "in the fairway of many
figureheads of Swiss advertising learned an enormous amount". That was the
Epoch of Toni yogurt "in the jar".
In this phase Stahel
also got to know Martin Denecke. A friendship has developed.
Denecke lured Stahel to Basel with the words: "Tschou Mark, I am
now CEO of GGK Basel, Reini has cleared practically everything,
nevertheless: the money is still enough for a fun six months, come on
as a CD to us!" The only big customers left were Swissair and
AMAG present. But soon the store was up and running again. Although
Stahel and Denecke at first just "presented like madmen and
until 1991, when Ringier and Thomas Trüb
came with cash. That brought - besides real cash for the
Agency - the campaign with the red headlines on a yellow background.
Stahel
commuted daily between Kilchberg and Basel during this time. As
in his family to a son was also born a daughter,
the "convinced father" wanted to use his hours more sensibly. At
on Rämistrasse in Zurich, Stahel has a small business as managing director.
Branch of GGK Basel opened. After two years, this has developed into the
Lowe GGK at Talstrasse. When, following a management buyout
and five years at Lowe Stahel's contract expired, he moved to the
last remaining GGK agency, in order to get away from Hermann Strittmatter and
Fredy Weisser to put the finishing touches on his self-employment.
 
The
Tuning up for his own first job with the launch of the new
"Sixdays" is a thorough approach for Stahel. Already for the second time he rides
namely with world champion Urs Freuler to Mallorca for bike training.
Already he has "shed twelve kilos" in the saddle of his road bike
can. Since then, the belly no longer interferes with his second hobby:
Play bass.
As an active athlete who also jogs regularly,
Stahel is interested in football. Since he was appointed on July 9 as
delegate in the jury of the ADC of Europe in Barcelona,
However, he will only be able to watch the World Cup final at the airport.
"Typical ADC. They have the most important event of the year but smoothly
forgotten," he laughs.

 
Andreas Panzeri

The creative agency Hesskiss has now brought the image campaign for the real estate portal Homegate to posters. The posters with motifs showing the well-known homes of unusual characters such as the witch from the fairy tale "Hansel and Gretel" were displayed throughout Switzerland in F200 (illuminated posters) and F12 formats. E-boards were also booked.

PET is intended to increase the return rate, which is why PET Recycling is giving away 1000 francs for 100 days during the summer. As the PET bottle is also the competition box, anyone who disposes of their PET bottle in the blue PET collection container can win. All PET collection containers are competition boxes until the end of August 2006. And there are over 20,000 of these in Switzerland.
So an empty PET bottle can be worth 1000 francs. This is also the message of the new TV commercial. In it, people try to get hold of a PET bottle in the most diverse and weirdest ways. The TV commercial is complemented by advertisements, posters, hanging boxes on public transport, the Internet, teletext and radio spots.
Parallel to the PET collection competition, PET-Recycling Switzerland is carrying out a large-scale anti-littering campaign together with IGORA.

Software The American software company Quark is ushering in a new publishing era with XPress 7.
XPress 7, the latest upgrade of Quark's layout application,
postponed. Two beta test cycles, in which anyone could participate, have
the company also authorized. This time they probably wanted everything
do it right. Where it is not yet too late, where the desktoppers have switched to InDesign
and have switched to Adobe's XPress killer
design and produce traded layout applications, the
The wait was worth it. Because what the software developers have put into the new version
have packed into it is indeed remarkable.

In two parts, we will focus on the most important of the countless new
functions of version 7 of XPress: Part 1 is dedicated to the
new layout and design functions; part 2, which will be published in issue 25
will then cover the topics of production and cooperation
treat.

160 new functions
Nobody buys because of a new logo and a fresh look
a new software. In order to outpace its rival Adobe InDesign
the software company has pulled out all the stops. With
more than 160 new functions, according to Quark, probably the most comprehensive
Relaunch of the layout classic, XPress pulls ahead in many areas
its toughest competitor InDesign, even overtaking it in the
one place or another - and even suggests completely new paths in the
Publishing.

What is striking is the new "graphics and typography engine" and the
new display technology XDraw significantly optimized illustration of
fonts, images and graphics. Significantly improved compared to the
the latest version 6.5, Quark has also introduced the still limited
OpenType support. In version 7, users benefit from
extended OpenType properties, which, if available in the font,
in addition to real small caps and fractions, also decorative characters
and others.

The software is so clever with the fractions,
that they can be used when changing to an OpenType font that does not contain any
supports fractions, does not lose this formatting - the fractions
immediately reappear as such when a corresponding
OpenType font is used. Thanks to the support of Unicode, a
international standard in which a digital code is assigned to each character.
and the Windows and Mac compatible XPress file format
the complete exchange of documents between these two organizations is now
possible on both platforms.

Hasta la Vista
Access to alpha channels that are stored in Tiff or Photoshop PSD files
is a productivity-enhancing feature that significantly improves
function. This new feature, which is based on the integration of the improved QuarkVista
XTension - an already for version 6.x available
Program extension - available function also allows you to use an in
mask used in an image can be used for blurring
can. The PSD import palettes responsible for this (access to layers saved in the image,
alpha channels and paths) and image effects (various filters and
possibilities for color matching) have the advantage that the
image modifications do not affect the original - as a further
Pluspunkt can display one and the same image in different versions.
can be used in various places in the layout.

Whether a picture with
image effects was finally changed, a small symbol in
in the top right-hand corner of the picture; the corresponding palette is open,
you can even look up the parameters applied to the image.
be applied. If the same image effect is ultimately to be applied to other images
transferred, then the settings can be saved first.
They can later be transferred to one or more images.

Transparency and drop shadowThe
transparency functions integrated for the first time in version 7
is very comprehensive. Opacity can be applied to text, images, frames,
edges, lines, on the background and foreground of the frame and on
Tables and gradients can be applied via palette or slider
- in tenths of a percent increments. The transparencies can be
can also be combined. For example, a word within a text that is used in a
is placed on a picture in a semi-transparent frame, via its own
transparency settings. Even gradients can be made transparent
transparent elements are placed in front of them.

Drop shadows are another new feature of Quark's renewed
Layout application. The shadows are adjustable in terms of color, angle
and distance can be freely selected. In addition, several objects can be simultaneously marked with an identical
defined drop shadow. If shadowed
objects displace texts, you can also specify whether the
object or the shadow itself is decisive for the course of the text.

The two new functions transparency and drop shadow can be
can also be combined; this is the easiest way to
appealing effects can be achieved. A desirable function would be
here that these settings could also be saved as a set
for use on other objects or in other documents.

Improved user interface
Quark rightly counts the intelligent, context-dependent dimension palette among the XPress 7 highlights. Intelligent, because it always adapts to the
activated object. Without having to use dialog menus,
the most important parameters of the selected object can be
faster and interactively. For example, if a
text frames are active, then thanks to the automatically appearing or
Fixed tab next to the previous palette attributes
immediately accesses all other text and frame attributes. If two
or more frames are active, then within the dimension palette
Symbols that indicate the alignment of objects in relation to previous
simplify program versions considerably.

To free up space on the screen, the number, arrangement
and
The order of the other pallets, which have recently been
together, move them together and connect them "magnetically".
can be saved as pallet groups. They
can be called up on a project-specific basis if required. Quick access to
individual palettes is also possible by holding down the Option/Ctrl. key and clicking
in the left-hand area intended for moving the measurement palette
possible, which once again means no pull-down menus and dialog boxes.
must be called.

Anyone who has worked a lot with layers in the past will find it
consider that elements that are placed on a "green" level, for example
also appear with a green object frame. This immediately
The level on which the object is stored can be seen in the "View" menu. Another particularly practical feature is hidden in the "View" menu. There
can simulate how the open document will appear in print or on the
proof looks. And if you have several layouts within a project
at the same time, the window can now be displayed either horizontally
or divide vertically.

First conclusion
In many areas, the layout software overtakes its competitor InDesign. But XPress 7 has remained XPress. It is superficially
not become a completely new product that has to be developed from scratch.
has to relearn, but rather it is a matter of a comprehensive
Further development. Thanks to the many detailed improvements
faster and remains more flexible at the same time.

Users of much older versions will quickly find themselves in the
new, stringent XPress 7 environment, ultimately benefit from
The modifications that have been made have resulted in an improved
Productivity. A new "single layout mode" allows these users to
even to create layouts again - instead of projects. The projects
was introduced by Quark with version 6; they allow a project to be
contains more than one layout, e.g. a brochure and the information contained in
business card in one document. In a moment
When creating a new document, you can choose between the two paths
be decided.

With the Composition Zones and the Job Jackets, Quark also goes the extra mile.
new ways. These features will be presented in issue 25.

Quark
Founded in 1981 in the US state of Colorado, the company is named after the sub-molecular particles known as quarks.
The company, which is still privately owned today, was founded almost 20
desktop publishing for years with QuarkXPress and at that time
launched its first layout software on the market. According to
Quark has been the company for more than 20 years
profitable and debt-free.

Jürgen Franck

At the 11th European Broadcasting Union (EBU) Conference on Design, Branding, Marketing and Presentation, held this year in Dubrovnik, Swiss Television and Télévision Suisse Romande won three out of five design awards. A total of 99 entries were judged in five categories. SF took the first prize for the current FIFA World Cup clips and commercials. SF 1 received an Honorary Mention Award in the Corporate Promoclip category. TSR took first prize in the Best Shot category for its campaign spots.

Food Burson-Marsteller has shot two nostalgic and humorous commercials for the cream cheese classic Gala. 70 years ago exactly, Gala cheese was launched on the Swiss food market for the first time. Until well into the 1970s, the special-tasting spreadable cheese was to remain unrivaled in Switzerland. After all, the development of the innovative fresh cheese preparation made from heavy cream was a pioneering achievement by the Gerber family cheese dairy in Thun. Since the beginning of 2004, Gerber, and with it the Gala brand, has been part of Emmi, Switzerland's largest milk processing group. Gala was registered in 1945 and has been synonymous with high quality and wholesomeness for several generations of children and parents ever since. With a market share of 13 percent and a spontaneous awareness level of over 75 percent, Gala has been able to assert itself as a leading product to this day. This is not least thanks to the two flavors pepper and herbs and garlic, which were launched on the market in 2002 to appeal to adults as well as the young, demographically stagnating segment. Emmi Fondue AG is also hoping for competitive advantages and new impetus from the functional Gala version in slices, which is being launched these days. The signs are good. In particular, the renewed increase in appetite for fresh cheese contributed to the new record high in cheese sales in Switzerland in 2005. Emmi Thun produces around 400 tons of Gala per year.
In order to position Gala more strongly with a young to adult target group, the Burson-Marsteller team led by CD René Walker and consultant Olaf Pilleri evoked nostalgic feelings in two TV commercials. The focus is on people who remember the cheese rolls of their childhood by eating Gala. The message - taste and quality like back then - is underpinned by the slogan: A treat for life. The rejuvenations, depicted with a morphing effect, take place in unexpected situations, for example in bed or on a park bench. POS activities, a recipe book, PR and product advertisements in the retail trade's customer press flank the appearance in the "anniversary year".  

Luca Aloisi